Explanation Material for Project
Overview
Sustainability Conference
December 20, 2023
NTT West
Co-Designing Institutefor Polyphonic Society

INDEX(i) Overview of the City of Saijo, Ehime Prefecture, and theHistory of the Initiatives(ii) Issues Faced by Saijo City and Issue Resolution Model(iii) Overview of the Implemented System(iv) Initiative Statuses(v) Activities of the Promotion Council for SDGs Saijo City(vi) Future Outlook

NTT West
Co-Designing Institutefor Polyphonic Society(i) Overview of the city of Saijo, Ehime Prefectureü The fourth largest city (in population) in Ehime Prefecture, located at a distance of 1.5 hours from Matsuyama City.
ü Focuses on promoting immigration, which helps increase the number of households, but the population is on the
decline.
n Numbers of population / households
Population
104,655

Male

Female50,807n Immigration promotion project*As of October 2023

# ofhouseholds

53,848

Ranked in the best
countryside to live in(in the Young
Generation category)#1 inwestern Japan
About 80% of theimmigrants areyoung generations
like us.

50,787for three consecutive
years

Saijo City took thefirst place for threeconsecutive years!

Source: Saijo City Official Website, Population and Households inn Abundant nature
Saijo City at the end of each month
・Seto Inland Sea (Hiuchi-nada) in the north,and the highest peak in western Japan Mt. Ishizuchi (1,982 meter above sea level) in the south
・A natural coast, Kawarazu Shore is a home to horseshoe crabs
n Abundant water resources (Uchinuki spring water)
Selected for the best waters in Japan (in 1995 and 1996 for two consecutive years),
Selected for Japanʼs 100 Exquisite Waters (in 1985, by the Agency of Environment),
Source: Saijo City Official Website,
Introduction to Saijo City
Selected for the 100 Selected Water Spots(in 1996, by the National Land Agency)■Industries in Saijo City
In 2020#2 in
Shikoku

Shipment value of manufactured goods

7,271 billion JPY*Non-iron metals, electrical equipment, iron andsteel, beverages, and more

# of businesses: 240# of employees: 9,226
Source: Tallied from 2021 Economic Census-Activity
Survey Manufacturing Industry (Data from statistical
tables by region)

In 2020

Operating cultivated land

#1 in
Shikoku

4,047 haSource: Ministry of Agriculture, Forestry and Fisheries,
tallied from 2020 Census of Agriculture and Forestry

In 2021
Farming output
billion JPY<Main agricultural
crops>

Naked barley
Atago persimmons
Seven herbs ofspring10.8

Source: Ministry of Agriculture, Forestry and Fisheries, tallied from
Agricultural Production in 2021 by Municipality (estimate)#5 inJapan in sales

Wet rice
Soybeans
Carrots
SpinachJapanese leeks
Cucumbers
Cabbages
Pumpkins

MelonsStrawberries
PersimmonsJapanese apricot
Figs*A farm stand run by JA Shuso
Source: The Japan Agricultural News (August 12, 2017)

3

NTT West
Co-Designing Institutefor Polyphonic Society(i) Overview of the regional revitalization initiatives in Saijo Cityü Developed Smart City Saijo concept in FY 2016 and has been promoting the Health Point Project and Childraising
Project since FY 2018
ü Concluded Collaboration Agreement for Regional Revitalization Utilizing ICT with NTT West in FY 2020
ü Implemented Love Saijo Point system and SDG Meter as an entire public participation gimmick in FY 2021
2023–

Step 42021–2022
2018–2020

Step 2

2016–2017

Step 1Development of the concept(ICT Utilization Promotion Project)

ü Toshihisa Tamai was elected
as the mayor of Saijo City
ü Smart City Saijo concept
utilizing ICT

Launch of the conceptl Health Point Projectl Child-raising Mobile ProjectlCollaboration Agreement(between Saijo City and NTT
West)

Step 3Development of an entire public
participation gimmickl Provision of smart phone apps
• LOVESAIJO Point• SDG Meterl Promotion Council for SDGs Saijo Cityl Comprehensive Collaborative Agreement
on Regional Revitalization was signed
Saijo City

NTT West

Local bank

l

Local
businesses

Local
university

Selection of SDGs Future City

Realization of the concept<Sustainable City, Saijo 2050>
Sustainable City Cloud（LOVESAIJO platform）
l Public services utilizing ICTll

Establishment of a generalincorporated association and abusiness corporation

・（General incorporated
association）Promotion Council for SDGs
Saijo City・（Business corporation）LAL
l Vision for a Digital Garden City Nation
grantsAdopted for the Digital Implementation
Type (Type２)

4

NTT West
Co-Designing Institutefor Polyphonic Society(ii) Issues faced by Saijo Cityü
ü

Saijo City is also required to respond to various issues associated with the aging society and population decline just like other municipalities do.
The demographics change; the old-age index* will be flat after around 2050 due to especially the impact of the aging society and low birth rate.
*Old-age index: (Population over 65/ Population between 15 and 64)

120,000

100.0
108,174

104,056
99,399100,000

94,484

94.7

91.1

89,35983,90280,000

95.4

95.1

95.7

95.0

Ø
85.6
78,29785.0

Ø
67,33756,13460,00072.5
48,71556,62945,32840,49767.7

40,00080.061,981

76.2
52,4581.5x from 2015 to 2040

90.0

72,78461,050

The Number of People Certified forLong-Term Care/Support Need will be

75.0
70.0

36,74833,602Further shortage of nursing care
workers
Younger people also contributes
to the increase in the medical
costs with their lifestyle-relateddiseasesWorking population* will decline toApprox. １５,000 from 2015 to 2045
31,05862.7

28,714*Entire working population, regardless of age

65.0
26,19560.0

20,000

Ø
55.0

54.4

Ø

0

50.0
2015

2020

2025

2030

2035

Total population
Working-age population (15-64)
Old-age index

2040

2045

2050

2055

2060

Child population (0-14)
Aged population (Over 65)

2065

Abandoned cultivated lands
will grow to １０００ha.
Businesses will be hard tobe taken over due to thelack of bearers.

Source: Saijo City’s Sustainable City Development and SDGs Future City(FY 2023, Published on February 2)

5

(ii) Issue identification and deep-dive

NTT West
Co-Designing Institutefor Polyphonic Society

ü Private companies in various areas and local government officials gathered and identified 96 regional issues of Saijo City under acollaboration between public and private sectors.
ü Developed an issue map that organizes the relationships between each issue and categorizes them into eight issue areas.
Issue Map for Realizing "Sustainable City, Saijo"- Eight regional issue areas Education and child-raising
environment

Promotion of sustainable system development area

Start-up, new industries, social businesses area

Improvement in added value of existing industries area

Regional comprehensive care, health,co-existence of multiple cultures area

Regional comprehensive care, health,co-existence of multiple cultures
Forest, water environment, undeveloped
woodland near a village, biodiverse

Safety & security, mobility,
resilience
Education and child-raising
Environment area

Improvement in added value ofexisting industries
Forest, water environment,
undeveloped woodland near a village, biodiverse area

Safety & security, mobility, resilience area

Foundation of regional platforms area

Start-up, new industries, social
businesses

Foundation of regional platforms
Promotion of sustainable systemdevelopment
6

NTT West
Co-Designing Institutefor Polyphonic Society(ii) NTT Westʼs issue resolution modelüü

Envision a model to promote change of public behavior and revitalize regional economy by visualizing regional point incentives and activities.
Form a regional community based on residentsʼ self-help and mutual aids and develop a city that endeavors to resolve regional social issues (medicine,child-raising, welfare, etc. ) through public participation.

IssuesFostering of regional activities forresidentsʼ self-help and mutual aid

Balancing between communityand economic activities

・Foster residentsʼ civic pride
・Crete regional attractions

Regional community activities
Environmental activities

City development based on
public participation–Well-being improvement–

Regional activities

Self-help andmutual aids

Civic pride

Reduction of
medical expenses

Reduceadministrativecosts

SDG Meter

Behavior change

Regional
point(Earn)

Nursing care

Health promotion
Health management
Promotion of physical exercise

Accumulation andutilization of regional
point data (RegionalDX)
Promotion Council
for SDGs Saijo City
Public-Private cocreation

Revitalization of regional industries

・Revitalization of regional industries and local
consumption
・Immigration promotion and related population

Hometown tax
payment/ donations

Regional economic activities

Acquire foreign
currencies

SDG Meter

Local point
consumption

Improve regional
attractions

Transportation

Local consumption
Purchaseandpayment

Shopping and dinning

ExperienceAs a gimmick to revitalize both the regional community and economic activities, the model
associates these activities with SDG activities and visualizes them (SDG Meter).

7

NTT West
Co-Designing Institutefor Polyphonic Society(iii) Regional Point System and SDG Meterüü

Implemented a regional point system Love Saijo Point that leads health points that the citizens gained through their health activities to local
consumption.
Promoted further change of public behavior by improving the system to make it more versatile so that citizens can also gain points through not only
health activities but also SDG activities and implementing the SDG Meter, which visualizes citizensʼ their own activities. Aiming to develop asustainable city based on public participation at the same time.

Select your payment method

Support SDG activities(Donations)

Participate in SDG activities（Activity participation）

Pay by other thanpoints.
Pay all with points.

Point card is alsoavailable for those who
do not have a smartphone

Pay partly with points.

pointsBalance: 20,535 points

Energy saving

Pay bypointsDone!

OFF
QR code for stores

Recognize SDG activities（Information browsing/ Self-check）

Contribute to local
consumption
8

(iii) What SDG Meter aims forüüüNTT West
Co-Designing Institutefor Polyphonic Society

Created Action! SDG List, which associates the SDGs and targets with Saijo Cityʼs issues.
Visualizes citizensʼ individualʼs activities through the meters, which are incremented based on the degree of their participation in andcontribution to the activities associated with the list.
Visualizes the SDGs contribution of the entire city as SDG Meter by individual usersʼ adding up their My Meter values, which visualize eachindividualʼs contribution to the activities.

Support activities that contribute to
SDG promotion in the region and own
organizations through donations
Support organizations which organizedblood donation activities in events

Plan and practice activities that
contribute to SDG promotion in theregion or own organizations
Plan blood donation
activities in events

Participate in activities that
contribute to SDG promotion in
the region or own organizations
Participate in blood donation

Learn SDGs throughfamiliar topics

Meter

Meter

Practice SDG activities(activity
planning/hosting)Participate in SDG activities(activity participation)

Meter

LOVESAIJO×SDG Meters
Environment
環境

15％

Economy経済15％

Recognize SDG activities(Information browsing/ Self-check)

Society
社会

20％

Local
consumption
地域消費

10％

Low

Low

Learn that we have less blood donors

Meter

Support SDG activities(donation)

Values to be added
to the meters

Difficulty and contribution
levels of activities

Local indexes

Organize activities as actions to be engaged toactively promote SDGs as our own issues

232 indexes（Numerical targets）

For blood donation activities

High

High

17 goals（Goals & willingness）

169 targets（Performance goals）

SDG Meter(Visualization of activities)

Saijo Cityʼs Action! SDG List
(Issues, activities, and goals of Saijo City)

SDG concept

Promotion Council for SDGs Saijo City
https://sdgslovesaijo.com/ja

9NTT West
Co-Designing Institutefor Polyphonic Society(iv) Initiatives utilizing Regional Point System and SDG Meter (1)ü Regional Point System and SDG Meter were utilized for various SDG-related promotion programs.
ü They were also used for SDGs related programs sponsored by SDG partner companies and point member stores while
being used for programs sponsored by the local government.
Programs
initiated by the
local government■SDGs-related programs in FY 2022
Shop/ Entity
nameProgram name

Descriptions

Point

Programs initiatedby private sector
entities

Target goal

SDG Meter
value

Saijo CitySDG Card Game

Grants points to citizens who participated in SDG
card games(Citizens in junior high school age or older)

2,000 pt

Partnerships for thegoals

120 meters

Saijo City

Food Waste Disposer
Purchase Support

Grants points to citizens who purchased a foodwaste disposer

Within onequarter of thepurchase priceResponsible
consumption andproduction

120 meters

Saijo City

Waku-Waku (exciting)
Health Point Project

Grants points to citizens who participated in healthpoint programs（Citizens over 30 years old, up to 700 people）

According to
the healthactionGood health andwell-being

120 meters

Saijo City

30% Point Back Campaign
at “Eat-up Campaign
Promoting Stores”

Gives 30% back in points to citizens who ate all theirmeals at member restaurants

30% of the
total
consumption

Responsible
consumption andproduction

5 meters

Saijo City

Recycling Activity

Grants points to citizens who brought resources todesignated places

20–300 pt
according to theamount broughtin

Responsible
consumption andproduction

10 meters

Saijo City

Farm Support Experience

Grants points to citizens who helped farms in thebusy seasons

2,000 pt

Zero hunger

120 meters

Partner company

Blood Contribution

Grants points to citizens who donated blood

Good health andwell-being to all

5 meters

500–1,000 pt

10NTT West
Co-Designing Institutefor Polyphonic Society(iv) Initiatives utilizing Regional Point System and SDG Meter (2)ü SDG-related programs are still in increase sponsored by point member stores and SDG partner companies in FY 2023.
ü More than 40 programs other the those in the following table are being implemented under the sponsorship of point
member stores and SDGs partner companies.
Programs
initiated by the
local government■SDGs-related programs in FY 2023
Shop/ Entity
nameProgram name

Descriptions

Point

Target goal

Programs initiatedby private sector
entities

SDG Meter
value

Saijo City

15% Point Back Campaign at“Delicious Eat-up Campaign
Promoting Stores”

Gives points back to citizens who ate all their meals at member
restaurants, which engage in reducing food loss

Give back 15% of
the total
consumption

Responsible
consumption andproduction

5 meters

Saijo City

High Energy Saving Electrical
Appliance Purchase Promotion
Campaign

Grants points to citizens who purchased a high energy saving
electrical appliance

20% of thepurchase of energy
saving electricalappliances

Specific actions tocombat climatechange5 meters

Saijo City Sustainable Tour (The4th)

Grants points to those who participated in a sustainable tour
including a beer factory tour, where Saijoʼs uchinuki (groundwater)and naked barley are used

Zero hunger

5 meters

Eco-bag Use Campaign

Grants points to those who shop carrying a shopping bag withthem

100 pt to the first
100 people

Responsible
consumption andproduction

5 meters

Orange Picking Campaign

Grants points to those who experienced local farming andpurchased sun-dried new rice from the member stores

100 pt to the first
100 people

Zero hunger

5 meters

Regional Sports Supporting
Campaign

Grants points to those who purchased sports equipment to children
who are a member of regional sport teams and groups

100pt to the first
100 people

Quality education
to all

5 meters

Cherished Item MaintenanceCampaign

Grants points to customers who placed an order for repairing theircherished watches, jewelry, or glasses. (for the purpose to reduce
waste)

100 pt to the first
100 people

Responsible
consumption andproduction

5 meters

Local Attraction Confirmation
Campaign

Grants points to customers who placed an order for meals thatuses fresh local vegetables or seafood from Saijo and ate all theirmeals.

200 pt to the first
50 people

Zero hunger

5 meters

Partner company(Point member
stores)Partner company(Point member
stores)Partner company(Point member
stores)Partner company(Point member
stores)Partner company(Point member
stores)Partner company(Point member
stores)1,000 pt

11

NTT West
Co-Designing Institutefor Polyphonic Society(iv) Public Participation Statusü NTT West also cooperated in the operational side by providing explanations on the system and business to local storesand troubleshooting and then promoted the wide use of the program.
ü About 40% of Saijo citizens now use the app exceeding the initial targets (# of target users: 2,000, # of target stores:200) of the last fiscal year and the program has been widely accepted by the local community.
in the number of（Regional brand） *Changes
users in the last fiscal year

（Smartphone app）

35,00030,000Letʼs work together little by little

points

25,000<# of users and other information in this fiscal year (As of
December 15, 2023)>
Item

Balance: 6,700 points

20,00015,000Details# of users

Approx. 43,300 users (#of
IDs)

# of member
storesApprox. 300 stores
14% point back at all stores

10,000Major fiscal
policies

5,000

月
日

日

日

年
月

年
月

年
月
日

30％ point back at
Eat-up campaign
promoting shops

年
月
日

日

日

年
月

年
月

年
月
日

年
月
日

年
月
日

日

日

年
月

年
月

年
月
日

年
月
日

日

日

年
月

年
月

年
月
日

年
月
日

年
月
日

Up to 30,000 points grant forpurchasing an energy-saving
electricity appliance

Jan 16,12023
2023
16

日

年

Jan 9, 2023
2023
1 9

30% point backat all stores

月

Jan 2, 2023
2023
1 2

日

年

Dec 26,12
2022
2022
26

月

Dec 19,12
2022
2022
19

日

年

Dec 12,12
2022
2022
12

月

Dec 5, 2022
2022
12 5

日

年

Nov 28,11
2022
2022
28

月

2022
21
Nov 21,11
2022

日

年

Nov 14,11
2022
2022
14

月

2022
11 7
Nov 7, 2022

日

年

2022
Oct 31,10202231

月

2022
Oct 24,10202224

日

年

2022
Oct 17,10
202217月

Oct 10,102022102022

日

年

Oct 3, 2022
2022
10 3

月

2022
26
Sep 26,92022

日

年

2022
19
Sep 19,92022

月

Sep 12,92022
2022
12

日

年

Sep 5, 2022
2022
9 5

月

2022
29
Aug 29,82022

日

年

Aug 22,82022
2022
22

15% premium
charge月

Aug 15,82022
2022
15

日

年

Aug 8, 2022
2022
8 8

月

Aug 1, 2022
2022
8 1

日

年

Jul 25, 2022
2022
7 25

月

Jul 18, 2022
2022
7 18

日

年

Jul 11, 2022
2022
7 11

月

2022
7 4
Jul 4, 2022

日

年

2022
6 202227
June 27,月

2022
6 202220
June 20,(Campaigns)

日年June 13,2022
6 2022
13

Major
fiscalpolicies

月

2022
6
June 6,62022

日

年

2022
30
May 30,52022

月

2022
23
May 23,52022

年

2022
16
May 16,52022

2022
9
May 9, 52022

015% point back at Eat-up
campaign promoting shops

年月日

30% point back at all
storesMy number 5,000 points grant

12

NTT West
Co-Designing Institutefor Polyphonic Society(v) Making Public-Private Co-creation Partners
üü

Established a promotional system to promote the SDGs through a collaboration among industry, government, academia, and financial
institutions, including local companies that worked together to identify issues under a collaboration between public and private sectors.
The established council, Promotion Council for SDGs Saijo City recruited SDG partner companies and has built a more robust system.

Academic

Financial institute

Government

Industryu Ehime University, the Iyo Bank, Ehime Bank, Saijo City, Saijo Industry & Information Center for
Support, and NTT West signed Agreement for Comprehensive Alliance Concerning
Establishment of SDG Future City Promotion System.
u Promotion Council for SDGs Saijo City was established with Nishimura, vice president of Ehime
Source: Saijo City official website
University, as the first chair.
https://www.city.saijo.ehime.jp/soshiki/miraikyoso/sdgshokatsurenkeikyotei-2.html

13

NTT West
Co-Designing Institutefor Polyphonic Society(v) Initiatives by the Council and SDG Partners (1)ü Created a logo and a concept book and held other events to increase the recognition of SDGs in Saijo City.
ü NTT West cooperated for SDG activities sponsored by SDGs partners and promoted their implementations.

Logo creation
Farm support
experienceBloodcontribution

Eat-up Appreciation

Tour

Concept book creation
In-house
training
Holding of a kick-off symposium

Initiatives to understanding and penetration of
SDGs promotion activities

Planting

Grant regional points (Love Saijo Points) forregional contribution activities by collaboratingwith SDG partners

Source: Promotion Council for SDGs Saijo Cityʼs official website
14(https://sdgslovesaijo.com/ja)

NTT West
Co-Designing Institutefor Polyphonic Society(v) Initiatives by the Council and SDG Partners (2)ü Hold campaigns and events with the government and related companies to create excitement.
ü Implement SDG activities, for example, holding SDG card games and collecting cans in events.

Natureobservation eventLetʼｓearn and use points
First
campaign
event

point

Point Back Campaign

30% large premium
point back
SDG card game

Point marche

Hold campaigns and events tocreate excitement
Source: Promotion Council for SDGs Saijo Cityʼs official website(https://sdgslovesaijo.com/ja)

15

NTT West
Co-Designing Institutefor Polyphonic Society(vi) Future Outlook and Objectives（１）ü Further improve public services and contribute to realizing a sustainable city by establishing data collaboration platform,
developing the frameworks of services in various areas, and collaborating in order to resolve a diverse range of regional issues
and promote the SDGs.

Job experience /Employment support

To-be

Shopping support
services

Kodomo Shokudo(Children's
Cafeteria)

Konkatsu (marriage
hunting) support

Child-raising
counselling

Interest clubs

Community
watch

Evacuation
supportIntegrated service provision portal

Consumption
data

Createregional
issue
resolution
services

Love Saijo Point Service
Vaccination
data

Growth data
Medical checkup data

Child-raising
supportservices

Medication
data
Allergy data
Data on go
to/return fromnursery schoolChild-raising& Childcare
services

Infection data

Familystructure data

Child-raising
medicalservices

Local digital currency

Store data
XXX data

Healthcare
data
Health data

Portal website for
local citizens○○ data

Monitoring
results data

Elderly
monitoring
service

Sustainable city cloud (LOVE SAIJO platform)

Resolveregional
issuesServices for local
citizens
Data collaboration
platform

Issuesfacing<From the implementation plan for the application
for the Vision for Digital Garden City Nation Grants>

16

NTT West
Co-Designing Institutefor Polyphonic Society(vi) Future Outlook and Objectives （２）ü While being a coordinator with the Promotion Council for SDGs and partner companies, NTT West promotes the implementationof the best services for public services and government DX.
ü Utilize the collaboration platform, which links with data accumulated in each service to help support resolving more complicatedregional issues and improve the lives of citizens.

Saijo City/ Citizens(General incorporated association)
Promotion Council for SDGs Saijo
City
Saijo City

Local communities

Medical institutions

Partners
About 400 companies

Local
university

Local banks
Leadingcompanies

Government
ＤＸ

Provideservices ineach area

NTT West

Local companies
Provideservices ineach area

Public services(Business corporation) LAL
System development
company

Regional cable
company

Regional currency service （LOVE SAIJO Point）
Local
government
data

Sustainable city cloud （LOVE SAIJO Platform）

Privatedata

Fields in consideration
for know-how
accumulation/ datautilization strategy

17

NTT West
Co-Designing Institutefor Polyphonic Society